In a statement, Facebook said it generally rejects “ads that contain Mark’s image because – not surprisingly – in our experience those ads tend to be confusing for users, and frequently misleading. Users may click on the ad thinking it is a message from Mark or from Facebook, not understanding that they are actually in an advertisement seeking to take advantage of Mark’s image.”

It's about the uncharacteristic new turn Facebook has taken by funding a lobbying group, FWD.us, that supports the Keystone XL gas pipeline that is planned to run from Alaska to the lower 48 United States.